Radio watchdogs relent – partially

Radio watchdogs have performed a partial U-turn over Ricky Gervais’s prostate cancer advert.

The Radio Advertising Clearance Centre has scrapped its ruling that restricted the commercial to air only after the 9pm watershed.

But it insists a ‘squish’ sound effect, played when Gervais’s doctor inserts a finger inside a patient’s rectum, is removed.

In a statement, it said: ‘We felt that some listeners may regard the sound effect, in this particular context, as a scatological joke which might cause them offence.’

But they added: ‘The RACC is not an inflexible body and given public comment, we have now reviewed our scheduling advice to place the message after 9pm only.’

Had stations ignored the watchdogs’ advice, they could have fallen foul of the terms of their broadcast licences.

The Prostate Cancer Charity welcomed the move.  Chief executive John Neate said: ‘Although concerned at the RACC's initial decision, the charity is grateful that it has responded so rapidly to public disappointment.’

Gervais, who wrote and stars in the advert with The Office co-creator Stephen Merchant and radio sidekick Karl Pilkington, had called the original ruling "pathetic".

He said: "One of the reasons that people die of cancer is that they don't get themselves checked. One of the reasons they don't get checked is embarrassment over the issue.

‘The radio authority has actually enhanced this as a taboo.’

Published: 3 Oct 2005